Thailand's first fabric softener ad, 'Essence Zombie', swaps flowery scenes for zombies


Essence Brand aims to promote its new concentrated fabric softener, Essence X-Tra Care, with a unique but cliché selling point: a long-lasting fragrance that lingers on clothes for 30 days, targeting the new generation of women. To stand out in a competitive market, Essence Brand seeks to differentiate itself from conventional brands known for luxury presentations, mass floral imagery, and silky fabrics, which have become commonplace.

"Breaking Barriers: 'Essence Zombie' Redefines Thai Fabric Softener Ads by Introducing Zombies Instead of Traditional Flowery Scenes." Break norms and stereotypes in the fabric softener market with the "Shifts Beyond Reason" strategy. Instead of focusing solely on the product's benefit of long-lasting fragrance for 30 days, focus on an emotional experience. No more cliché mass floral bouquets! We bring a fresh perspective to fabric softener advertising.

5.5+ million views. "Essence Zombie" becomes Thailand's first fabric softener ad that uses zombies instead of flowery scenes throughout the story, unlike other ads.

This professional campaign titled 'Zombie' was published in Thailand in May, 2023. It was created for the brand: Essence Softener, by ad agency: Far East Fame Line DDB. This Film medium campaign is related to the Household Products industry and contains 1 media asset. It was submitted 6 months ago.


Client: I.C.C International PCLRevolutionizes Laundry Eternally
Advertising Agency: Far East Fame Line DDB, Thailand
Vice Chief of Creative Officer: Jongjitr Smith
Creative Director: Napon Nainuan
Creative Group Head: Songseang Srisuwat
Chief Client Service Officer: Phunpit Chaneiang
Account Management: Natthaon Srichamorn, Kanyanat Simmee
Producer: Farida Taikul, Bussakorn
Production Team: Munk Production
Film Director: Boyy Sathaporn


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